Article2016

Beyond brand exposure: measuring the sponsorship halo effect

Lenny Vance · Maria Raciti · Meredith Lawley

22 citations0/0 files storedMeasuring Business Excellence

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose Global spending on sponsorship continues to rise and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge. Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for a sponsorship so the halo effects of sponsorships within a portfolio can be quantified and compared. Design/methodology/approach This archival analysis study is based on six years of brand tracking data (comprising some 15,500 consumer surveys) supplied by a large Australian company. A sponsorship portfolio matrix is developed to measure the halo effect. Findings This study demonstrates that a sponsorship’s halo effect can be measured and comparisons can be drawn across sponsorship types within a portfolio. The study shows that despite the significantly higher levels of brand awareness achieved by commercially oriented professional sports sponsorship types, community relations oriented sponsorship types achieve a greater halo effect because of their more positive impact on the sponsor’s brand attributes. Originality/value The matrix provides a valuable tool by which sponsorships can be compared, evaluated and managed to meet the longer-term brand and marketing objectives of a company.

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References

1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1970Marketing Research 2005The impact of perceived corporate social responsibility on consumer behavior 2004CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive 2002Building Brand Equity through Corporate Societal Marketing 2005SPONSORSHIP-LINKED MARKETING: OPENING THE BLACK BOX 2001Understanding sponsorship effects 2001A Psychographic Analysis of Generation Y College Students

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